The Japanese Tea Ceremony …

Nuts and bolts can be a bit of a hard sell.

As Chris and I soon found out whilst discussing some new copy for his brochure and website.

We’d only just met so I was new to the challenge but it was clear that he’d been wrestling with the conundrum for a long, long time.

And it was wearing him down.

Facts, figures, and bone-dry specifications he had in profusion but finding some way of describing his products to lift them out of the ordinary looked like an impossible challenge.

 As far as Chris was concerned his options looked close to poor and zero. But just as poor was about to leave town a tiny ray of inspiration popped into my head.

Just that morning Radio 4’s Today Programme had run a brief item about the Japanese Tea Ceremony.

 For most of us, making a cuppa involves nothing more strenuous than loitering with intent close to the kettle and letting the tea bag take the strain.

But in Japan, they’ve elevated the taking of tea to an art form.

 A way of creating some theatre and drama around an otherwise mundane but wonderfully restorative, refreshing and vitally important part of our day.

Thankfully, it didn’t take much of a leap of the imagination to start looking at Chris’ nuts and bolts in a new light.

And it’s exactly the same principle for just about any product or service you can think about.

 All we can think of is the “product” and how much in love with it we are.

But it’s what that product does for your customers which attracts.

 Weaving a little magic around what we do is vital and if we’re not passionate about what we do what hope have we got of persuading our customers to buy?

If you want a sounding board or just want to bend my ear, I’m on hand for a chat.

Food for thought this week – perhaps?

Stay safe.


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